Elle's Baguettes was originally opened in November 2001 at 515 Oxford Road. It was owned and run by Elle Sofroniou. This is why the business is called Elle's Baguettes.

Elle sold the business in March 2003 to its present owner Danny Gerrard. The business was re-launched on March 24th 2003. It opened with Danny and two other staff members who were Danny's wife Debbie and son Matthew (Saturday Boy)

Danny's vision was to supply a fresh quality baguette/sandwich at a reasonable price and backed up by quality service in a clean environment.

The business grew very quickly and in August 2003 Dave Masri joined Danny in becoming joint partners.

The business outgrew its premises very quickly and the need for space resulted in the second store opening at 200 Oxford Road on 8th January 2004.

515 Oxford Road closed its doors in October 2007 and was replaced with its Elle's Cafe concept within Selco Builder Merchants in Portman Road in October 2007.

The company vision has never changed and we now employ 12 people and we serve over 1000 customers per week as well as local businesses including Reading Borough Council, Berkshire Fire & Rescue, Rodmatic, Howdens Joinery, Safestore, The Print Room, Royal Mail, Eden Vauxhall, Saab, The Carling Reading Rock festival and Martin Salter MP.